Chennai, Jun 30 (IANS): Reliance Brands Ltd (RBL) on Thursday announced a strategic partnership with global fresh food and organic coffee chain Pret A Manger to launch and build the brand in India.

With this long-term master franchise partnership, RBL will open the food chain across the country starting with major cities and travel hubs.

Pret A Manger, French for ‘ready to eat', first opened in London in 1986 now has 550 shops in nine markets including the UK, US, Europe, and Asia.

The chain offers organic coffee, sandwiches, salads and wraps freshly made each day.

"Our partnership with Pret is rooted in the strong growth potential of both Pret as a brand as also of the food & beverage industry in India. RBL closely follows the pulse of Indian consumers and there is an increased consciousness of what we eat - rapidly making Food the new Fashion," said Darshan Mehta, MD, RBL.

"Indians, like their global counterparts, are seeking Fresh and Organic ingredient-led dining experiences which has been synonymous with Pret's core offering. Couple that with the high recall the brand enjoys in the country, it's undoubtedly a recipe for success," he added.

Pano Christou, CEO, Pret A Manger, said: "Two decades ago, we opened Pret's first shop in Asia and it's been an inspiration for all of us to bring our freshly made food and 100 per cent organic coffee to new cities across the continent.

"RBL is a great partner to help us do just that, bringing their years of expertise in the market to help our brand succeed in India. We're looking forward to working with them on what is our most ambitious global franchise partnership to date."